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The state of Arkansas has been experiencing a public health crisis for over 90 days. At the outset of the COVID-19 pandemic, Northwest Arkansas health care providers quickly mobilized and collaborated to develop unified messaging and ensure the region is prepared for a COVID-19 surge. Recognizing the region’s COVID-19 inpatient and outpatient numbers are rising, hospitals across Northwest Arkansas are currently prepared, have capacity and remain safe. However, if the spread continues at its current rate, health systems could become strained.

In response to the COVID-19 pandemic, Northwest Arkansas health care providers – in collaboration with the Northwest Arkansas Council, community officials, leaders and influencers – launched a Northwest Arkansas-focused public service announcement (PSA) campaign entitled “Safe and Strong.”  

This multi-channel campaign provides critical community-focused messaging around social distancing, surface cleanliness, personal hygiene and masking. As part of the plan to raise awareness and prevent further community spread, the Northwest Arkansas Council developed an online resource that includes up-to-date information on COVID-19 for individuals and businesses alike. 


“COVID-19 has impacted all of our lives in so many ways,” said Martine Pollard, executive director, community and public relations with Mercy. Pollard has developed resources and communications in her role as liaison between the Northwest Arkansas health care providers. “Our hope is that in the midst of this COVID-19 surge that the PSAs will raise more awareness of the pandemic by providing critical messaging to educate, protect and support our communities across the region.”

Northwest Arkansas Council President and CEO Nelson Peacock expressed his appreciation of the efforts of the Northwest Arkansas health care providers. “This coalition of leaders across our health care systems has provided valuable resources and guidance to address this public health emergency. The business community’s generosity, compassion and commitment to do good is both inspiring and essential in this critical time of need.”

The following creative assets were developed and are in development: 

  • 30-second Northwest Arkansas-focused video to be used in several platforms

  • Social graphics, available in both English and Spanish, to inform the community about the steps they can take to protect themselves and slow the spread of coronavirus.

  • PSAs featuring local officials, community leaders and influencers are in development communicating the most important ways the region can protect themselves and those most at risk.

Special thanks to our major investors for their support of the Northwest Arkansas Council and our work in the region: